Transcription
Welcome to Revenue RockstarUnpluggedRadisson Blu Royal Hotel- Dublin 2011 Marketo, Inc.
Agenda 10.00am-10.45am – Sales & Mark Alignment – Darragh Quinn 10:45am-11:15am – DEMO – Andrew Connell 11:15am-11:30am – Break 11:30am-12pm – Customer Greatest Hits – Colm Mulcahy 12pm-12:30pm Measurement & Analytics– Darragh Quinn 12:30pm- 12:40pm – Q&A – Darragh/Andrew/Colm 12:40pm-1:30pm – Lunch/Networking 2011 Marketo, Inc. All rights reserved.
Sales and Marketing Alignment –Accelerate your RevenueDarragh Quinn: Account Manager Ireland 2011 Marketo, Inc.
Meet Marketo Marketing Automation and Revenue Management Cloud based solution that helps companies Expand lead flow Increase sales effectiveness Optimise sales and marketing investments 1800 customers; 140% YOY growth New EMEA HQ to support growing European baseMarketing SolutionWinnerBest MarketingSolutionSalesforce - BestMarketing AutomationBest Marketing andSales 2.0 SolutionWho’s Who in BtoB
Marketo Impact Spans All MarketsManufacturing &HardwareNon-Profit and EducationHealthcareBusiness & ProServicesCommunicationsSoftwareFinance &Insurance
Buying Has Changed ForeverTODAY: INFO ABUNDANCEOLD DAYS: INFO SCARCITY1960s – RecentBUYERSALES REPSALES REP
Customers Succeed Across Every Major MetricIncrease Revenues by 40%Half of which flows to bottom lineGrow number ofopportunities22%Increase inqualified leads21%More leadsconvert toopportunities2011 Survey of over 250 customers.Optimize ROI15%Reduction incustomeracquisition costin12% Increasedeal sizeImprove SalesProductivity17%Increase inwin rate7%shorter salescycle
SalesLeadSALLeadProspect &RecycledEngagedMQLAll NamesAWARENESSMarketo’s Revenue lesCustomer
SalesLeadSALLeadProspect &RecycledEngagedMQLAll NamesAWARENESSMarketo’s Revenue CycleSQLOpportunityNurturingDatabaseNames are just names.MarketingSDRSalesCustomer
SalesLeadSALLeadEngagedProspect &RecycledMQLAll NamesAWARENESSMarketo’s Revenue gful interaction with us.MarketingSDRSales
SalesLeadSALLeadProspect &RecycledEngagedMQLAll NamesAWARENESSMarketo’s Revenue CycleSQLOpportunityNurturingDatabaseQualified, engaged potential buyers.MarketingSDRSalesCustomer
ShowingMarketingSalesLeadSALLeadProspect &RecycledEngagedMQLAll NamesAWARENESSMarketo’s Revenue signs or significantengagement.SDRSales
SalesLeadSALLeadEngagedProspect &RecycledMQLAll NamesAWARENESSMarketo’s Revenue ied as sales-ready by a human.MarketingSDRSales
Why Lead Nurturing: Stay in TouchBuilding relationships with qualified prospectsregardless of their timing to buy, with the goalof earning their business when they are ready.LeadNurturingSalesLeadSALLeadProspect &RecycledEngagedAll NamesMQLSQLOpportunity“The art of maintaining permission to stay in frontof your buyers as they educate themselves”
Lead Nurturing RelevanceStages1ABCD2. BUYING PROFILES Industry: 82%Role: 67%Company Size: 49%Geography: 29 %231. BUYING STAGES Early (Pre-MQL)Mid (MQL)Late (Opportunity)Customer
The Value of Lead NurturingMarketo ROI ResultsFast LeadsSlow Leads Total Leads Cost / Lead( MQL 1 mo) (MQL 1 mo)(MQL)(MQL)WithoutNurturing20%6.67%26.67% 206.00WithNurturing20%20.0%40.0% 137.50Source: Actual Marketo data; 55 assumes per prospectResults: 50% more marketing qualified leads from lead nurturing
A Framework for Lead ScoringExplicitFitWhat the prospect tells you DemographicsAre you Firmographicsinterested in BANTthem?InterestAre they BANTinterested inyou?InferredWhat you observe or infer Data quality Corporate vs. personalemail Location Latent behaviors(engagement) Active behaviors (salesreadiness)
Interest Scoring - Examples Early stage content 3Attend webinar: 5Visit any webpage / blog : 1Visit careers pages: -10 Pricing pages: 10 regular, 15 detailed Watch demos: 5 overview, 10 detailed Mid-stage content 8 Late-stage content 12 Searches for “Marketo” 8
SLA’s - No Lead Left BehindDay 0NotificationDay 1If untouched, reminderDay 2If untouched, reminder cc bossDay 3If untouched, alert executivesDay 7If stale, reminderDay 8If stale, reminder cc bossDay 9If stale, alert executives
Marketo Prospect Generation 1H2011Source3rd Party Email BlastTrade ShowTrade Show – VirtualPaid WebinarPPCAppExchangeContent SyndicationSocial MediaOther PaidWebsite/InboundReferral / WOMSales ProspectingLead toProspects Cost % Lead Velocity(Days) Opp Index9,049 36 20%320.53,786 36 22%291.83,125 18 17%481.01,971 71 26%330.71,494 135 45%151.81,128 41 72%32.4881 69 18%291.2588 94 33%160.21,645 45 25%320.95,13358%91.956421%321.434919%713.9
Key Takeaways1.2.3.4.5.6.70% of qualified prospects are not ready to buy whenyou meet them. Nurturing is critical.Listening to your prospects is key as is relevant contentGetting on the same page with sales, agreeingprocesses so no lead gets left behindFocusing on the entire revenue cycle, not just the topof the funnelUse forecasting to turn marketing from a cost centerinto a revenue driverGrowing revenue by making sales more productive,setting sla’s
Demonstration
eSpatial Customer PresentationRevenue Rockstar Tour UnpluggedApril 24th 2012, Dublin
eSpatialColm MulcahyHead of Sales and Marketing, eSpatialIan StanleyOnline Marketing Manager, eSpatial
Why are we here today?Share our experiences and journey, and howimplementingMarketo has: Provided valuable new world marketing knowledgeProvided direction for our online marketing thoughtprocesses Provided us with rapid ROI
Our Background 1997-2009 Established mapping softwarecompany, serving global clientssince 1997Selling specialised, serverbased mapping softwareUsing the enterprise sales model to sell to a small numberof high-value clients
Not GIS, But Mapping Software!– How?– Where?SaaSGIS– When?– Why– How much27
Our New Direction 2011 Delivering intuitive, affordablemapping software to thegeneral business marketLeveraging SaaS delivery toprovide flexibility & keep prices lowUsing the inside sales model to sell to a large number of clientsImplement a high-volume lead generation strategy focused on freetrials“Easy, Affordable Maps & Insights in Minutes”
Example Business rserviceStreamlinesupply inessintelligenceapplications Analysebuyingpatterns Locatecustomers Support desk:findan agent Site selection(manufacturing,distribution,retail,etc.) Asset planning Understanddrivetimes Managemarketingcampaigns Call centresupport Serviceavailability Customer selfservice Delivery networkoptimisation Logisticsplanning Manage salesprospects Sales territorymanagement Assetmaintenance Work ordermanagement Mobile workforcemanagement Routing Fault reporting Trackcompetitors Engineering Citizeninformation Service delivery Fleet/ shipmenttracking Emergencyplanning Risk mitigation Tax planning
Our CustomersMapping marketingdataMapping volunteers& affiliatesMapping salesperformance
Q4 2010 - Lead
Meet Marketo . Salesforce - Best Marketing Automation Marketing Automation and Revenue Management Cloud based solution that helps companies Expand lead flow Increase sales effectiveness Optimise sales and marketing investments 1800 customers; 140% YOY growth New EMEA HQ to support growing European base . Best Marketing Solution
